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All Journal Niagawan Journal of Economic, Bussines and Accounting (COSTING) Jatilima : Jurnal Multimedia Dan Teknologi Informasi JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Ekonomi International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Indonesian Journal of Advanced Research (IJAR) JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi RESPINARIA: Jurnal Pengabdian Kepada Masyarakat
Sixson Roberto Simangunsong
Program Studi Manajemen, Sekolah Tinggi Ilmu Manajemen Sukma
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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H-D N-IMPACT FRAMEWORK FOR SUSTAINABLE DIGITAL MARKETING: INTEGRATING LIVING HERITAGE, HALAL TRUST, AND SOSTAC IN KESAWAN TOURISM MSMES: English Yosua Manullang; Sixson Roberto Simangunsong; ony Honkley; Dompak Pasaribu; Arwin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

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Abstract

Digital transformation among tourism MSMEs does not automatically integrate heritage value, sustainability, halal integrity, and measurable marketing outcomes. This study develops and evaluates the H-D N-Impact Framework for the heritage-tourism and halal-culinary ecosystem of Kesawan, Medan. Using exploratory qualitative Design Science Research Methodology, the diagnosis involved 12 MSME operators, five visitors, and an FGD with three regulatory stakeholders. NVivo-assisted hybrid thematic analysis combined inductive-deductive coding, cross-case and negative-case analysis, and cross-stakeholder triangulation. Eight themes informed the artifact: living heritage experience, digital conversion capability, authenticity and information transparency, halal trust, multidimensional sustainability, event activation, readiness-based implementation, and impact/conversion/advocacy. H-D N-Impact integrates Heritage Experience, Digital Conversion Capability, Nachhaltigkeit/Sustainability, Halal Trust, and Impact through SOSTAC and three readiness tiers. Five expert-practitioners evaluated V3 (overall mean 4.23/5; conceptual rigor 4.40; structural logic 4.10; utility/applicability 4.20), all recommending minor revisions. Final refinement strengthened historical integrity, tier-based metrics, halal applicability, observable sustainability indicators, and simplified readiness tools.
Co-Authors Abda Abda Ahmad Albar Tanjung Amanda, Nayla Arwin Ella Effrisna Ivana Br Sinuhaji Ermin Sianturi Hikmah Liza Satputri Nadya Yulia Putri Noperti Br Sitepu ony Honkley Rani Wahyuni Ririn Virnanda Rizky Triayuni Robin Imanuel Sembiring Sabda Dian Nurani Siahaan Sara Aulia Sembiring, Elfrida Simanjuntak, Josuwandi Sitorus, Dompak Yosua Manullang